HARLEY DAVIDSON

Harley Davidson

Abstract

This paper aims to identify the role of branding in the success of Harley Davidson. It has critically evaluated the successful the marketing strategy adopted by Harley Davidson. The core product of the company is motorcycle. The Hailey Davidson brand is unique from all other motorcycles brands in terms of its promises, personality traits, influence, and customer loyally. The relationship marketing ethos offers much to consumer goods marketers. The marketplace is increasingly dynamic and competitive, and with so much choice for customers, companies face the end of loyalty. It was back in 1983 that Harley Davidson introduced their relationship marketing strategy, via the owners club (Harley Owners Group — HOG). Immense commitment with the customer has been a successful factor for Harley Davidson. Loyalty has played a vital role in realizing the success of Harley Davidson.

Harley Davidson

Critically evaluate the role of branding, brand strategy and brand positioning for Harley Davidson

Harley Davidson is an iconic brand. The company was founded in the early 1900s and the brand has survived World Wars, the Great Depression, and the rise of both foreign and domestic competition. While the core product of the company is a motorcycle, the Hailey Davidson brand is unique from all other motorcycles brands in terms of its promises, personality traits, influence, and customer loyally (Halinen, 2002, 140). Since many years, Harley Davidson has established a brand loyalty. H-D is a strong brand and has remained so from the past several years.

Harley Davidson sells more than motorcycles. In his book, The Brand Who Cried Wolf, Scott Deming quotes a top Harley executive as saying; we sell a 43 year old accountant the ability to dress in leather, drive down a street in a small town, and make everybody afraid of him. Harley Davidson sells an affiliation with a lifestyle of self-expression, adventure, freedom and perhaps even rebellion. People who are drawn to thy promises and pwsonah1y of the Harley brand purchase more than a motor bike.

Harley Davidson provides its customers with form utility by its unique way of encouraging “customization” which gives an individualized appearance to each of its customer's Hogs. In addition, they provide time and place utility to their customers by providing availability of products at any given time using their website, dealerships, and also over 300 events that puts the product easily and readily accessible throughout their market territories. This makes the ownership utility process occur naturally because of the ease of purchasing, special shipping programs, and events. Harley Davidson has crews, people and equipment at these events, which allows for face to face interaction throughout the markets. The utility of ownership is further complimented by allowing purchases by phone, computer or in person.

A well-established Harley Owners Group (HOG) holds regular rallies around the world. These are often attended by company executives so that they can meet customers and talk about the company's vision and values (Peck, 1999, 99). Anyone who buys a Harley-Davidson motorcycle becomes a member of the Harley-Davidson ...